What’s in a name? Well, when it comes to building names, it can be a lot. While some monikers are fleeting and change with the most recent highest bidder, some names are indelible and leave a lasting mark on the public imagination. Client names, towns, corporations, and streets provide ample naming fodder, but some architects are more strategic. Architects like Peter Eisenman created a numbered series (House I, House II, etc.) , or MOS architects adopt a composer-like generic naming system (House with 10 trees, House with 2 Chimneys). For these architects, the name situates each building within a larger collection of projects. It ensures people will consider each act of building as part of a grand plan. Finally, sometimes, no matter how diligent a marketing team tries, a building will find a nickname it just can’t shake…Gherkin. This video considers all these as it explores how buildings get their names.